Unit Objectives

This unit aims to foster a nuanced comprehension of how brands facilitate companies in achieving differentiation.

Companies must establish a distinctive presence in the marketplace by implementing effective and innovative brand management strategies.

Brand management transcends departmental boundaries, serving as an organizational-wide initiative.

This course aims to bridge theoretical knowledge with practical application, enabling learners to translate theoretical concepts into actionable strategies and tactics that drive brand success in dynamic market environments.

Through interdisciplinary exploration and experiential learning, learners will develop the analytical skills and strategic acumen necessary to navigate complex brand challenges and capitalize on opportunities for sustainable competitive advantage.

Learning Outcomes

• Evaluate and refine brand management strategies by applying sophisticated analytical skills.
• Develop positioning and a frame of reference building.
• Evaluate the brand positioning and customer excellence through the CBBE approach.
• Develop the brand positioning strategy.
• Develop Brand Equity and Build up strong brand practices.
• Evaluate brand elements and design brand architecture strategies to build brand equity.